ONYX Maintenance came to me as a brand new business venture. What started as a well-established team of skilled plumbers and electricians working under different operations was ready to evolve into something bigger—a professional, unified maintenance company serving London and the South East.

The challenge was significant: they had zero brand presence. No logo, no visual identity, no website, and no digital footprint. Starting completely from scratch, they needed to transform from a collection of individual tradespeople into a cohesive, professional operation that could compete with established maintenance companies.

The maintenance industry is notoriously crowded and visually bland. Most companies in this space rely on generic imagery, predictable colour schemes, and forgettable branding that does nothing to differentiate them from their competitors. ONYX needed something that would cut through this noise and position them as the premium choice for planned preventative maintenance.

Brand Strategy & Identity I began by understanding what made ONYX different. Their strength lay in their team's combined expertise and their commitment to preventative rather than reactive maintenance. The name "ONYX" itself provided the perfect foundation—a precious stone known for its strength, durability, and distinctive patterns.

Logo Design The logo design cleverly incorporates all four letters of ONYX into a cohesive mark, creating visual interest while maintaining simplicity. The logomark features subtle pattern textures inspired by actual onyx stone, adding depth and sophistication without overwhelming the design. This approach ensured the brand felt both professional and distinctive.

Visual Identity System I developed a comprehensive brand identity that moved away from the typical high-vis yellows and builder-orange commonly seen in the trades. Instead, I created a sophisticated palette that communicated reliability and premium service quality. The onyx-inspired patterns became a signature element that could be applied across various touchpoints, from business cards to vehicle livery.

Website Design & Development Built entirely in Framer, the website needed to serve multiple purposes: establish credibility, clearly communicate services, and generate leads. The design balances professionalism with approachability, using clean layouts and strategic content to position ONYX as the go-to choice for businesses seeking reliable maintenance partnerships.

The site architecture focused on their core service areas—planned preventative maintenance—while making it easy for potential clients to understand their expertise and get in touch.

The transformation was immediate and impactful. ONYX went from having no brand presence to having a distinctive, professional identity that genuinely sets them apart in their market. The client feedback was overwhelmingly positive—they were delighted with how the branding elevated their business perception almost overnight.

Complete brand transformation from zero to professional market presence

Distinctive visual identity that stands out in a crowded, generic market

Professional website that effectively communicates their services and expertise

Cohesive brand system ready for application across all business touchpoints

Elevated business perception among potential clients and partners

The success of this project demonstrates how strategic branding can transform even the most traditional industries. By moving beyond generic expectations and creating something genuinely distinctive, ONYX now has the visual foundation to support their business growth and professional ambitions.

Brand Strategy

Logo Design & Brand Identity

Visual Identity System

Website Design & Development (Framer)

Brand Guidelines